Hotel, travel agency, and airline employers used the XII Exceltur forum, ahead of Fitur’s opening, to highlight the value of the tourism sector and to counter a steadily growing negative reputation. The associations also stressed a major current hurdle: attracting qualified workers for the roles they already offer. They noted concerns about overcrowding in certain destinations during the discussions. “The negative image of air travel has existed for some time,” said Javier Gándara, president of the Airline Association (ALA), “but the truth is that most visitors to Spain travel by plane. This mode of transport is indispensable for tourism.”
Carlos Garrido, president of the Confederation of Spanish Travel Agencies, added that travel professionals are on the front lines for visitors and therefore have a duty to guide demand. “We can redirect clients to less saturated areas,” he explained. “We must be frank in recognizing that poorly managed tourism can harm destinations.” He also noted that businesspeople are aware of the problem and ready to take concrete action.
The government defends tourism as “quality” rather than “quantity” against tourism phobia
Jorge Marichal, president of the Spanish Hotel Confederation, argued that the sector faces external pressures. “The number of beds in the industry has hardly changed in the last 15 years. We failed to communicate these figures clearly, which allowed debates over the growth of tourist accommodations to rise,” he said. He also pointed out that the apartment issue in cities is not solely political but has become a social concern.
Gándara noted that the aviation sector is actively working to reverse the adverse view of transportation and unveiled a roadmap aimed at achieving net-zero emissions by 2050. “We have renewed fleets with newer, cleaner aircraft and remain committed to reducing our environmental footprint,” he stated.
Regarding workforce shortages, Garrido highlighted other harms such as irregular schedules and low wages that hinder hiring in travel agencies. “There is a missing information and communication effort needed to spark enthusiasm for a career in tourism among young people,” he observed.
Marichal extended the spotlight to hotels and the wider economy, saying, “2.5 to 3 million people will be needed in the coming years, and this challenge spans multiple sectors, not just our industry.”
Fight overcrowding
During the XII Exceltur forum, the issue of overcrowding in popular destinations was addressed as recovery from the pandemic progressed. At the first round table, José Luis Zoreda, vice president of the Spanish tourism association, warned that excessive consumption harms the public image of tourism and disrupts local real estate markets, among other effects.
“We have broken the social contract with local residents,” stated Miguel Sanz, general manager of Turespaña, underscoring that the industry’s long-term health hinges on prioritizing residents’ well-being. He advocated listening to residents and implementing policies and business plans that fit each destination, noting that otherwise residents might support political options aimed at restoring order, which could hurt the industry and local governance.
Steve Heapy, chief executive of Jet2Holidays, emphasized that some governments profit from tourism without reinvesting in communities. He cited Ibiza as an example, noting shortages of doctors and dentists because residents cannot afford to live there. Heapy also clarified that his responsibility is to fill planes and ensure travelers behave respectfully at destinations, rather than screening passengers based on destination choices.
In this broader context, the forum painted a picture of an industry aware of its responsibilities and ready to take meaningful steps to sustain destinations, protect communities, and preserve the long-term viability of tourism in Spain and beyond. Cited observations from participants highlight the need for coordinated actions across the hospitality, travel, and aviation sectors to balance growth with social and environmental stewardship [Citation: XII Exceltur Forum].